Social Media Has Officially Overtaken TV—What That Means for Small Business Owners
In a major shift, more Americans now get their news from social media than from television. This change isn’t just about how people consume headlines—it’s a big signal to small business owners and solopreneurs: the audience has moved.
If your business is still focused on websites, ads, or even email while ignoring social media, you may be missing where your potential customers are actually spending time—and making buying decisions.
Let’s dig into what this news means, why it matters, and how you can take action to grow your business.
The Big Change: Social Media Is Now the #1 News Source in the U.S.
A recent report from the Reuters Institute (via Nieman Lab) shared a striking finding:
54% of Americans now say they get their news from social media.
That’s more than those who get news from TV (50%), for the first time ever.
Here’s what else stood out:
- Young adults under 35 overwhelmingly choose social platforms over TV or newspapers.
- Many are now getting information from influencers and podcasters like Joe Rogan rather than traditional news anchors.
- Trust in traditional media continues to drop, especially among younger people.
- AI tools like ChatGPT and Google Gemini are being used as news sources too—especially by people under 25.
What this tells us: the old ways of reaching people are fading fast. If you’re relying on radio ads, TV spots, or print, you’re increasingly speaking to a smaller and older group.
Why This Shift Is Huge for Small Businesses
The audience is there
Social media isn’t just for entertainment anymore—it’s where people look for answers, follow trends, and get recommendations. If you’re not active there, you’re invisible.
People trust people, not brands
The rise of influencers means users are more likely to listen to a real person than a company. This gives solopreneurs and small business owners an edge—you can build personal relationships and trust faster than a big brand can.
Social content is cheaper and faster
You don’t need a big marketing budget. Just your phone, a consistent message, and a little strategy.
Trust Is Down… But That’s Your Opportunity
One surprising part of the report:
73% of Americans say they struggle to tell what’s true or false online.
That might sound like bad news—but it’s actually a big opening for solopreneurs who show up consistently with real, helpful, honest content.
If you become a reliable source of info in your niche, people will follow you, recommend you, and eventually buy from you.
How to Turn This Trend Into Growth: A Simple Plan
Step 1: Pick One Platform
Don’t try to be everywhere. Choose the platform your audience already uses:
- TikTok or Instagram for younger consumers.
- Facebook for adults 40+.
- YouTube if you enjoy making videos.
If you’re unsure, ask your customers where they hang out or follow a competitor and see where they post.
Step 2: Create Helpful, Real Content
Your goal isn’t to go viral. Your goal is to build trust and stay visible. Here’s what works:
Post ideas:
- “3 Things You Should Know Before Hiring a [Your Service]”
- “Why [Common Mistake] Is Costing You Money”
- “Behind the Scenes of My Business”
- “How I Helped a Customer Save Time/Stress/Money”
Format ideas:
- Short videos (under 60 seconds)
- Carousels with tips or quotes
- Photos with personal captions
- FAQ answers from real customers
Keep it human. You don’t need a script. Speak like you would in a real conversation.
Step 3: Be Consistent and Show Your Face
People connect with faces, not logos. The more they see you and hear your voice, the more familiar you become.
You don’t need fancy gear. Just your phone camera, a clean background, and decent lighting.
If you’re nervous, start small:
- Share a photo and short caption once a week.
- Try a 30-second story answering a customer question.
- Comment on posts from others in your field to stay visible.
Step 4: Build Trust, Not Followers
Don’t worry about going viral. Focus on being useful, honest, and available.
Answer comments. Thank people who share your posts. Ask your audience questions. Invite feedback.
As trust grows, sales will follow.
Case Example: Local Bookkeeper Builds a Following
Take “Lena,” a solo bookkeeper in Florida. Instead of trying to outspend her bigger competitors, she started posting one tip every Monday on Instagram.
Her content was simple:
- “What NOT to do with your receipts.”
- “Tax myths that get small businesses in trouble.”
- “Behind the scenes: How I prep for tax season.”
She used short Reels and wrote in plain English. Within 6 months, she had 1,500 local followers—and picked up 12 new clients, all from DMs.
She didn’t go viral. She just showed up, offered value, and built trust.
Key Takeaway for Solopreneurs:
Be your own influencer.
You don’t need a big production budget. You just need to:
- Show up where your audience is
- Speak like a human
- Share real value regularly
People are looking for trusted voices—not big brands. That’s your edge.
Three Action Steps You Can Take This Week
| Action | Why It Matters |
|---|---|
| Post once on your chosen platform (even if it’s just a quick tip or intro video) | Starts building visibility and breaks the fear |
| Answer a common customer question in a short video or post | Shows your expertise and builds trust |
| Ask your audience a question in your next post | Creates engagement and starts real conversations |
Closing Thoughts
The media world is shifting fast. But that’s not a threat—it’s a massive opportunity.
If you’re a solopreneur or small business owner, you now have access to the same platforms that top influencers and big media brands use.
You don’t need to go viral. You just need to be present, honest, and helpful—week after week. That’s how trust is built. That’s how businesses grow today.
In a major shift, more Americans now get their news from social media than from television. What does this mean for your business, especially if you're a solopreneur? Share on X
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